University PR Position Paper — SCAD: A Masterclass in University Public Relations

 

Savannah College of Art & Design

Located in Savannah, Georgia, the Savannah College of Art & Design (SCAD) was founded by Richard G. Rowan, Paula Wallace, May L. Poetter, and Paul E. Poetter in 1978. The goal was to offer creative degrees that were not available in Southeast Georgia.

Currently, SCAD offers 100 degree programs, and enrollment exceeds 18,500 students from all 50 states and more than 100 countries.

Universities across the world are no longer just focusing on their academics, but also on their ability to compete for attention, identity, and public presence. SCAD has mastered these aspects and has become one of the leading creative universities by incorporating sleek branding, cinematic video content, high-engagement social media platforms, and strategic community outreach initiatives.

The dual focus on creative prestige and community values makes SCAD's PR strategy compelling not only to prospective students but also to local citizens and policymakers.

SCAD PR Strategy

Unlike the websites of traditional universities and other art and design universities, SCAD's website greets visitors with a dynamic display of bright imagery and student projects. This approach is an immediate immersion into the school's creative culture. This PR strategy is to position SCAD as the place where creativity feels alive, modern, and professionally relevant.

SCAD not only showcases this imagery on its website but also extends it to its social media platforms, which are tailored to Gen Z on Instagram and TikTok. Its Instagram often features student takeovers, "Day in the life" photos, projects, a look behind the scenes, and the creative processes across majors. TikTok places a large emphasis on aesthetic imagery of campus life, event clips, creative tutorials, and SCADpro collaborations.

SCAD is not just promoting itself as a top-performing art and design school, but it also shows you why it is the top-performing school of art and design.

Competitors: Rhode Island School of Art and Design, Central Saint Martins, and the Fashion Institute of Technology.

Cultural Presence

SCAD is home to some of the most influential public-facing initiatives. The SCAD Savannah Film Festival is the largest university-run film festival in the country. This festival, which is in its 28th year, transforms Savannah into an impressive Hollywood ecosystem, attracting Oscar-winning actors, major directors, and national press outlets such as Variety and The Hollywood Reporter. This event not only elevates SCAD's visibility but also roots the university in the city's culture, drawing in thousands of visitors and industry professionals.

The SCAD Fashion Show features student projects from accessory design, fashion design, fashion marketing and management, fibers, jewelry, and sneaker design disciplines, as well as relevant minors. This event is widely covered by Vogue, Harper's Bazaar, and WWD, and features a high-fashion show rarely seen outside major metropolitan centers.

SCAD's Museum of Art is a premier contemporary art museum housed in an 1853 National Historic Landmark railway depot, and features emerging and established international artists. The museum features commissioned and rotating exhibits and serves as a resource for SCAD students and alumni. This museum opened its doors in 2002 and later expanded into a $26 million structure, adding an additional 65,000 square feet to the current museum. This expansion has since advanced the university's award-winning legacy of adaptive reuse and urban revitalization.

Student, Community, and Regional Impact

SCAD is committed to the growth of its students, the city of Savannah, and the state of Georgia. Current and prospective SCAD students have access to an in-house studio that connects them with business leaders from companies such as Google, NASA, Mercedes-Benz, and others to find creative, inventive solutions to real-world challenges through the SCADPro program. This allows students to expand their portfolios and have their work seen by major companies.

SCAD is also dedicated to giving back to communities through SCAD SERVE. This program is focused on creating meaningful and lasting impact by having students, faculty, and staff members volunteer their time and resources. The primary focus is on food, shelter, clothing, and environment in Atlanta and Savannah.

In 2024, a study found that SCAD has generated $1.3 billion in annual economic impact for the state of Georgia, which is a 70% increase from 2019. SCAD employs more than 2,300 people and impacts 12,000 jobs across the state. Meanwhile, the university's festivals, screenings, museums, and galleries generate $127 million annually in tourism for Georgia.

Conclusion

SCAD's ability to stand out among other competitive higher-education institutions comes from a strategic blend of creative excellence, modern branding, and meaningful community engagement. The university leverages a high-impact online presence, high-profile cultural events, and industry partnerships to craft an identity that resonates with today's students and elevates its public reputation. Through initiatives such as SCADpro and SCAD SERVE, SCAD demonstrates its commitment to both student success and the growth of Savannah and Georgia. 

Ultimately, SCAD's comprehensive and consistent PR strategy shows not only how a university can shape its own narrative but also how it can become a cultural force with lasting local and global influence.